Leave and Remain Choose Different Brands

A new perspective on the Leave/Remain divide comes from the world of advertising. Researchers looked at the data gathered by the polling organisation YouGov and drew up lists of the brands which are most highly regarded or used by Leave and Remain voters. (Read article by Emily James in the advertising trade paper Campaign.)

The raw data came from the tens of thousands of people whose opinions on a range of subjects - including their response to around 1,200 brands - are closely tracked by YouGov on an ongoing basis. Since the referendum around 108,000 of those individuals have also been asked how they voted. The preferences of those who abstained in the referendum were not analysed. The top 10 brand lists are most indicative of how people voted. 

Top 10 brands of  Leave voters: 1. HP Sauce 2. Bisto 3. ITV News 4. The Health Lottery 5. Birds Eye 6. Iceland 7. Sky News 8. Cathedral City (cheese) 9. PG Tips (tea) 10. Richmond sausages.

Top 10 brands of Remain voters: 1. BBC.co.uk 2. BBC iPlayer 3. Instagram 4. London Underground 5. Spotify 6. Airbnb 7. LinkedIn 8. Virgin Trains 9. Twitter 10. EasyJet.

Brand choices are complex and demographics such as age and income play a key role, but even accounting for these factors, by comparing brand choices of voters in the same demographic group, the same pattern emerges. For example, the brand choices of Leave and Remain voters in the 18-34 age bracket look remarkably similar to the list above with at least three brands on each side in the top 10.

Emily James sees the brands in the lists as embodying starkly different sets of characteristics. Leave Brands are more likely to be seen as traditional, straightforward, simple, down-to-earth, good value and friendly, while Remain Brands are more likely to be seen as progressive, up-to-date, visionary, innovative, socially responsible, and intelligent.

The psephologist John Curtice, professor of politics at the University of Strathclyde, was not surprised by the results.“This piece of analysis reveals a division between Old Britain vs New Britain, of an older, traditional more working class Britain vs a younger more digitally connected, more internationally facing generation. Those who voted Leave are inclined to prefer a culture that is distinctively British and in which they and their friends grew up. It feels familiar and comfortable to them." Brand choices from the Remain camp were just as indicative of the "much more digitally connected, younger and highly educated demographic" that supplied the core of support for the EU.

"The BBC website is one of the most visited news websites in the UK which stresses the digital outlook of this group, many of whom probably do not buy newspapers regularly."

Emily James believes the research provides pointers on how to make Britain a little less disunited. There are several brands who appeal equally to the Leave and Remain sides, including Money Saving Expert, NSPCC, TK Maxx and M&S, which are all examples of brands that champion something of importance to a wide range of people - whether it is "being savvy", protecting those who are vulnerable, or getting good quality at great prices.

BBC Trending blog by Megha Mohan & Ed Main: http://www.bbc.co.uk/news/blogs-trending-36970535